Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Grocery Retailers in Austria

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Executive Summary

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TRENDS

Grocery retailers recorded solid current value growth and once again outperformed non-grocery specialists in 2016 in Austria. Value growth was marginally slower than witnessed in 2015, but on a par with the value CAGR of the review period. Despite a growing number of players in online grocery retailing and their increasing regional coverage, store-based grocery retailers were still not under comparable pressure from internet retailing as most non-grocery specialists.

COMPETITIVE LANDSCAPE

Rewe International AG continued to lead grocery retailers in Austria in 2016, trailed by Spar Österreichische Warenhandels AG. Rewe International has a particularly broad multi-brand strategy with its Billa and Adeg brands present in supermarkets, its Merkur brand present in hypermarkets, its Penny Markt brand present in discounters and its Billa Stop & Shop and Merkur Inside present in forecourt retailers.

PROSPECTS

Value growth in grocery retailers is expected to remain stagnant at constant 2016 prices over the forecast period. From the perspective of a retailer, a continuing shift towards discounters and private label is expected to place increasing pressure on unit prices and from the perspective of a consumer, real disposable incomes are unlikely to record significant growth. The forecast for internet grocery retailing has been lowered given the rather slow progress of popular brands such as Billa, Unimarkt and Merkur.

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